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ilustraciones, fotografías Hogar es un acontecer, en estas páginas voy tejiendo, con un hilo en forma de grafos, poemas, palabras, los tránsitos de la genealogía de mi habitar, en búsqueda de la otra arquitectura, la horizontal, la de las relaciones, la arquitectura de los afectos. En esos ires y venires, en la arqueología de esos lugares y esas vidas, me he perdido. La memoria es la estructura narrativa de esta construcción, que no es más que una simple casa, o quizás muchas. Para mi escribir es tejer, cada línea escrita o leída es un hilo que va pasando por el telar, que va creando superficies, geografías y lugares. Lo que se inscribe en estas páginas es una invitación a mirar de nuevo, a volver a casa. A recorrer los hogares perdidos en el tiempo. (Texto tomado de la fuente) Home is an event, in these pages I am weaving, with a thread in the form of graphs, poems, words, the transits of the genealogy of my living, in search of the other architecture, the horizontal, that of relationships, the architecture of the affections In those comings and goings, in the archeology of those places and those lives, I have lost myself. Memory is the narrative structure of this construction, which is nothing more than a simple house, or perhaps many. For me writing is weaving, each line written or read is a thread that goes through the loom, which creates surfaces, geographies and places. What is inscribed on these pages is an invitation to look again, to return home. To visit homes lost in time. Maestría Magíster en Artes Plásticas y Visuales Área Curricular de Artes

Rhipicephalus spp. (Acari: Ixodidae) ticks are obligate hematophagous arthropods, which constitute a model for the study of vector-host interactions. The chemical composition or elementome of salivary glands (SG) and cement provides information relevant for the study of protein-based complex multifunctional tissues with a key role in tick biology. In this study, we characterized the elementome of cement cones in Rhipicephalus sanguineus collected from naturally infested dogs and in SG and cement of R. bursa collected from experimentally infested rabbits at different feeding stages. The elementome was characterized using scanning electron microscopy (SEM) combined with energy dispersive X-ray spectroscopy (EDS). The results showed the identification of up to 14 chemical elements in the cement, and suggested tick/host-driven differences in the cement elementome between tick species and between SG and cement within the same species. By still unknown mechanisms, ticks may regulate cement elementome during feeding to affect various biological processes. Although these analyses are preliminary, the results suggested that N is a key component of the cement elementome with a likely origin in SG/salivary proteins (i.e., Glycine (C2H5NO2)-rich superfamily member proteins; GRPs) and other tick/host-derived components (i.e. NAPDH). Future research should be focused on tick elementome and its functional implications to better understand cement structure and function., This work was supported by the Consejería de Educación, Cultura y Deportes, JCCM, Spain, project CCM17-PIC-036 (SBPLY/17/180501/000185), and partially funded by Fundação para a Ciênciae Tecnologia (FCT) under the project PTDC/CVT-CVT/29073/2017 (UID/Multi/04413/2013). Margarita Villar was supported by the University of Castilla La 309 Mancha, UCLM, Spain, and the Fondo Europeo de Desarrollo Regional, FEDER, EU.

Tema principa del artículo: Eficacia publicitaria o una forma de medir los resultados de una campaña de comunicación. Generalmente, por resultados, se entiende la repercusión o impacto en un público objetivo o target. En general, por eficacia se entiende contribuir a desarrollar la identidad de marca, el posicionamiento del producto o servicio, la diferenciación en su contexto competitivo y a crear demanda. La dificultad es disponer de una medida holística que nos informe de todo ello. Desarrollo lógico del tema: Una estrategia de comunicación o campaña no puede limitarse únicamente a buscar la superioridad en indicadores de tipo racional como son el contacto y recuerdo, con más o menos nivel de conocimiento (transmitir). Podría suceder que los actuales clientes abandonasen la marca si algún día otra compañía de tu sector dedica un mayor esfuerzo a los puntos de contacto o bien te supera en tu portfolio de productos y/o servicios. Lo recomendable es moverse en el terreno de la credibilidad y, para ello, las campañas deben de procurar la «autenticidad». Ésta se consigue cuando, además de recordarse y asociarse racionalmente con la marca o propiedad, se generen vínculos emocionales en el sentido de conectividad. Punto de vista y aportaciones de los autores: Las Acciones de Comunicación deben de buscar algo más que mensajes racionales, estáticos y unidireccionales. Deben de procurar el diálogo con el consumidor para marcar y crear una serie de vínculos emocionales que los impliquen con lo que están viendo o sintiendo. Cuando esto se produce, diremos que «la Acción» está generando valor comportamental y de prescripción. En este caso habremos superado el valor de uso y transmitido el valor que activa la decisión de compra y adquisición, predisponiendo a experiencias de consumo positivas. Repercusiones y conclusiones: Si alcanzamos buenos resultados en todos y cada uno de los indicadores mencionados en el modelo, entonces podremos decir que la acción planificada ha sido eficaz. En este trabajo presentamos un modelo empírico de medida de la autenticidad para conocer el nivel de eficacia de una campaña o acción de comunicación Main topic subject: Advertising effectiveness or a way to measure the results of a communication campaign. Usually, results are understood as the repercussion or impact on a target audience. In other words, a campaign will be effective as long as it meets the objectives for which it was designed. The objectives are not always easy to determine and, consequently, to measure. In general, effectiveness is understood as the contribution to the development of the brand identity, the positioning of the product or service, differentiation in its competitive context and creating demand. The difficulty is to have a holistic measure that asseses all these aspects. Logical development of the subject: A communication or campaign strategy cannot be limited to seeking superiority in indicators of a rational type such as contact and remembrance, with more or less level of knowledge (transmitting). This implies the risk that customers leave the brand if one day a competitor company surpasses said brand in the product or in the points of contact. It is advisable to move in the field of credibility and, to do so, campaigns must seek “authenticity” if they want to produce an effect or positive change in attitude and behavior towards what is said in it. The authenticity of a campaign is achieved when, in addition to being remembered and rationally associated with the brand or property, emotional ties are generated in the sense of connectivity. Authors’ point of view and contributions: Communication Actions should seek more than just rational, static, one-way messages. They must seek a dialogue with the consumer to mark and create a series of emotional links that involve them with what they are seeing or feeling. When this occurs, it can be said that “the Action” is generating behavioral and prescription value. Only by being hyperconnected to the public, listening and speaking to them, is created a space of value and differential consumption against possible competition. In this case we will have overcome the value of use and transmitted the value that activates the decision of purchase and acquisition, predisposing to positive consumption experiences. Implication and conclusions: If all of this occurs (to a greater or lesser degree), we will be able to say that the planned action has been effective. In this study, we present an empirical model for measuring authenticity in order to determine the level of effectiveness of a communication campaign or action SI